Toolbox

Other times it’s in the form of physical tools of some kind (perhaps a look-book: digital or analogue, photographs, reports, etc).

One such tool in a salesperson’s toolbox is Case Studies.

Easier Rapport Building

As humans we tend to like people who are more “like” us than different.

The more like us someone is, the faster we will “like” them.

In other words it will make rapport building easier and faster.

Demonstrate “alikeness”

Your clients are busy people. They all have their own lives to live, things to do, places to go, people to look after and see.

It’s therefore up to you to demonstrate that you’ve helped people exactly like them achieve the best price for their property.

This is what case studies are.

Case studies help demonstrate your prowess and expertise in different situations.

How to write a case study

Sometimes you just need to lead people by the hand. Unfortunately, with some, you even need to go as far as to spoon feed them. You need to show (or tell a story) demonstrating you’ve successfully helped someone just like them.

Case Study Formula

Here’s a fomula you can use to start turning your successful sales into case studies.

I recommend you write a case study for each different type of property sale:

Auction

Deadline Sale

Private Treaty

PBN

Listed Price

As well, create case studies for different vendor “types”:

Investors (where the property was tenanted);

Empty-Nesters

Growing Family

Deceased estate

Downsizing (eg, rest home)

Relocation

You should be able to make one case study work for two (or more?) different scenarios (eg, elderly couple selling their home by auction to move into a retirement village).

Segments of a Case Study

The client

Describe the client (remember to ask their permission to identify them or maintain their anonymity). Describe their situation so that other people will be able to relate to them.

The challenge

Outline the challenge.

Were there any difficulties you had to overcome? (eg, uncooperative tenants, housebound occupants, new (unattractive) rezoning, needed to sell yesterday, absentee owners).

Remember to be sensitive in how you describe the challenge. You want to avoid offending people (especially former clients!).

The Solution

What solution did you come up with:

How did this work out?

What was the result?

Did you have any work-arounds?

Was it successful on first attempt or were multiple solutions required?

“solution” could relate to method of sale: why did you (for example) opt for deadline sale over auction?

The Hurdle

What hurdles did your client need to overcome before they hired you?

Recommendations to list with another agent?

why?

what was your initial response?

how did you handle this?

how did they handle this?

They wanted you to discount and you said no?

what turned them around?

what did you do instead? as well as?

Family / friend opposition?

The Result

What was the final outcome?

If this exceeded their expectations, why? how?

Where to use your Case Studies

You can use your case studies everywhere:

As part of your pre-listing kit

Social Media (Facebook, Linkedin, YouTube);

Blog posts

Video

Podcast

As a ‘story’ when you’re talking to people.

Your Take Aways

#1 – identify your stories / case studies

The thing to remember with case studies is that even though you do this every day (selling real estate is just another day in the office for you), for your client it’s a once-in-six-years (in NZ) event.

Remember to avoid ass/u/me. Assumptions can land you in hot water and cost you listings.

#2 – make bullet point notes

Using the above guidelines start by creating bullet points under each of the different headings (above).

#3 – flesh out your bullet points

Once you’ve got a whole bunch of bullet points start fleshing them out so they make sense when people read them.

If possible make them “look” good.

Give your notes to someone who’s creative and can pretty them up so they’re impressive to look at.

If necessary use a graphic designer to do this for you. These will form part of your marketing material so treat it as an investment.

#4 – ‘learn’ your stories / case studies

You want to be able to recount case studies so make sure you practice telling them. There’s nothing worse than someone who uses 100 words when 10 is enough. Make sure you can remember all the relevant points.

Practice saying your stories out loud. If necessary record yourself. If you’re bored, you can imagine how excited your prospective vendor is going to feel!

Think of different types of scenarios that you’ll be able to use your case study stories in / with / for / to.

#5 – Incorporate as a Process in your Business

Get into the habit of creating Case Studies for each list/sell you do that’s different to all the others (whether by client-type or property-type or solution-type).

Case Study Examples

I couldn’t find any good examples of real estate case studies to use. This means the market is wide open for savvy realtors to produce a suite of well-prepared case studies and absolutely wow prospective vendors!

Here are some examples from the corporate world to steer you in the right direction: